Navigation Bullying Agency: NRG brands, Sofia Advertiser: Porsche BG Group: D Audio

Creative idea explanation

In Bulgaria, ‘Woman behind the wheel’ is still an expression that most male drivers say with indulgence. Behind it the attitude is offensive, traumatic and discriminatory. The driving skills of women are often undermined by their closest people – the men on the seat beside them.They do not realize that their ‘instructions’, sharp remarks and rude criticism create toxic atmosphere in the car and crash the confidence of the female drivers in their own abilities. Stressed from this systematic psychological harassment, many women tend to give up driving for good. By focusing on this particular issue, Audi launched a campaign in order to support female drivers.

Advertiser:
Porsche BG
Additional company:
n/a
Agency network:
INDEPENDENT AGENCY
Country:
Bulgaria
Campaign name:
Supporting Women Drivers
Brand name:
Audi
Product/service:
Radio
Executive Creative Director:
Nadezhda Trifonova
Copywriter:
NRG brands team
Account Director / Manager:
Margarita Petrova